BU470 Chapter Notes - Chapter 4: Longitudinal Study, Likert Scale, Participant Observation
Document Summary
Energized differentiation: brands unique meaning with motion and indirection. Relevance drives consideration and trial: brand structure: measure of the brands cumulative successes over time. Esteem: how the brand is regarded relates to perceptionof quality and loyalty. Knowledge: how much do you know about the brand relates to awareness and consumer experience. Aided recall: questions that measure recognition usually to show a subject a range of brand names from a category and ask them to identify the ones they do. Usually this effects new or smaller brands. Recognition means that your communication is being seen but that the subject has little knowledge or experience with the brand. Unaided recall: questions that measure recall usually simply ask you to identify of write down as many brands within a category you can remember. You have knowledge and a stronger mental connection between the brand and the product and service category.
